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I think LV will replace the Fiesta in the coming 10 years, or less.

That's fair. If you think the endgame is to become one of the CFP bowls, there's obviously value in that.

I was arguing against the idea that being a "top second-tier bowl" was all that desirable--or achievable, since they're currently below said Citrus and ReliaQuest bowls in the pecking order and I don't know how they move up...

They move up by paying more.

Yeah, I was going to say the same thing.  If LV offers more cash, the B1G will take it.  Our #2 has been going to the Citrus for decades but that is also flexible now and it wasn't always that way.  Long ago it was the Gator Bowl.  

It would be good to not so have much tied into Florida. For a while we had the Citrus, Outback, Champs, Gator and the random Orange. That's a lot of Florida.

I agree and think that this would help attendance for two reasons:

• People who travel to the games would, I think, be more likely to do so if you gave them variation in destinations.  They might look at a Florida Bowl and think "been there, done that" but look at a bowl in Vegas, or SoCal or San Antonio and think "I haven't been there, lets go".  
• Fans/Alums living in the area, I think, would be more likely to go if it is once in a while and less likely if they have the opportunity every year.  

They move up by paying more.

Yeah, I was going to say the same thing.  If LV offers more cash, the B1G will take it.  Our #2 has been going to the Citrus for decades but that is also flexible now and it wasn't always that way.  Long ago it was the Gator Bowl. 

True. I guess then you ask what is the true return on investment for SRS Distribution, and how willing are ReliaQuest or Cheez-It willing to match to keep their prominence? 

I would think Cheez-It, being a consumer brand, is probably deeper pockets for consumer/retail type brand advertising than either of the other two who are more B2B brands*. Not sure SRS would outspend Cheez-It. SRS could maybe outspend ReliaQuest if they really wanted. 

I think the answer is that these brands are going to have an upper limit on spending based on what they think the ROI is. Does SRS get enough added exposure getting the 5th-6th place B1G/SEC team vs the 7th place B1G/SEC team to outspend Cheez-It? 

 * This goes to the golf thing... Some of the biggest golf advertisers are B2B companies, because they know the golf viewership skews older, more professional, and probably in a more likely place to be making decisions that affect a company. So Workday, or SalesForce, etc makes sense. Retail brands are things like Rolex, and of course boner pills for that demographic lol... College football demographics probably trend differently, which is why the companies ponying up for CFP bowl branding are almost all targeted at individual consumers rather than B2B...